According to new research from Datamonitor, British consumers are the most likely in the entire of Europe to shop around for the absolute best deal on financial products, such as debt consolidation home loans.
In a survey by the group, 98 per cent of branch managers at financial services providers believe more consumers are now working the market for the best offers on products.
The news comes on the back of figures from MoneyExpert that show over 460,000 British people switched their personal loan provider in the second half of last year.